Image as Call - R. Barthes’s Analysis of Advertising Images in the Context of L. Althusser’s Theory of Ideology
Shalganov Roman Dmitrievich
Russian State University for the Humanities
Submitted: 13.07.2021
Abstract. The paper aims to reveal similarity of L. Althusser’s and R. Barthes’s interpretations of the notion "ideology". The author shows how R. Barthes’s analysis of advertising images correlates with L. Althusser’s conception of ideology, identifies similarity of the philosophers’ views on ideology, justifies reasonability of using the semiological analysis method to identify the image ideological content. Scientific originality of the study involves a comprehensive analysis of Althusser’s philosophical methodology. As a result, it is proved that semiological analysis makes it possible to reveal ideological content of an artwork.
Key words and phrases: Л. Альтюссер, Р. Барт, идеология, изображение, оклик, L. Althusser, R. Barthes, ideology, image, call
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